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My Offers uses AmEx's Smart Offer technology, which the company has employed to craft offers on Facebook, Twitter and Foursquare. In a release introducing the feature, Josh Silverman, president of the U.S. Consumer Services Group at American Express, acknowledged that the daily deals space -- led by Groupon and LivingSocial -- is crowded. But the company sees an opportunity to use its customer purchase data to come up with more relevant offers.
Such offers will be ranked by relevance -- taking into account the user's spending history and current location. Users can also sort the offers by location and expiration date. After using their cards to make a payment, the savings are delivered within three to five days.